Lexus ES Self-Charging Hybrid: Feel Your Best

Luxury car brand, Lexus and the independent agency network, The&Partnership mark the launch of the new Lexus ES Self-Charging Hybrid, with the release of a one-of-a-kind emotionally intelligent advertisement. Created to respond to viewer's emotions, the innovative film experience is the newest chapter in Lexus advertising, designed to read, adapt to and impact viewers’ emotions while they’re watching. Aptly named 'Feel Your Best', the campaign is the first in the world that uses facial recognition, with the aim to leave the viewer feeling more positive.
In the search for a driving experience with sensory elevation, Lexus engineers and designers have crafted, in the Lexus ES, a vehicle with intelligent features that recognise and respond to the driver. A prime example is Lexus Climate Concierge which creates a perfect cabin climate by automatically controlling the seat heaters, steering wheel heater and seat ventilation in synergy with the air-conditioning system. An in-car sensor also detects cabin humidity and cabin/windscreen temperature to ensure the windscreen does not fog up. Lexus Climate Concierge also features an updated nanoeTM X system which discharges mildly acidic nano ions from the centre of the air conditioning register to combat dry skin. The driving feel has also been enhanced by improved rear suspension, brake pedal design and Adaptive Variable Suspension (AVS), while the evolution of redefined ride comfort and improvement in 'linear responsiveness' is aligned with the brand’s new dynamic performance benchmark: Lexus Driving Signature. Drawing on these features for inspiration, in 30 seconds the advertisement will attempt to shift viewers’ emotions using multiple levels of audio-visual stimulation, which reflects the sum of all things that make you 'Feel Your Best' in the ES. Utilising the expertise of facial recognition specialists MorphCast, the ad features a unique patented technology that uses facial analysis to adapt content in real-time. Viewers visiting the dedicated microsite will be exposed to a first of its kind, pioneering experience which is set to change the way we experience branded digital content. Using the viewer’s camera, the 'Emotional AI' technology is able to read facial expressions. As the viewer engages with the AI, the advertisement responds accordingly with visual and musical changes to the content depending on the viewer’s perceived emotional state. The edit picks up or slows in pace, music gets more exciting or calm, colours become more or less vibrant, and montages with 'emotion sequences' are introduced. While watching, the viewer has full freedom to experiment with the reaction content they receive via the AI by changing facial expressions, and the AI will adapt and react instantly. Each 'scan point' along the storyline triggers a different edit from the AI, combining campaign material and hand-selected footage approved by a panel of psychologists.